adidas Running: Energy takes over European cities

Running the same city routes and races every time is rather boring. To launch the new UltraBOOST, adidas asked us to redefine a running experience to appeal to young urban runners. We turned European cities into urban labyrinths. Organising Energy Takeover 10km races that featured no routes, just secret finish lines that you could only find by running. Globally, we reached 65 million people by turning thousands of runners into thousands of social broadcasters using RFID t-shirts. The event registration goal was exceeded by 1600%.